CSR Storytelling Presentation
Transcript of CSR Storytelling Presentation
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Bite-Sized
Briefing:
CSR and
Storytelling
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68,000 users across the globe
21 partners worldwide
14 million tCO2 monitored
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Today’s topics
Storytelling in a corporate world
Beginning, Middle and End
Getting the language right
How data helps tell your story
Three big ideas
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“Numbers have an important
story to tell. They rely on you to
give them a voice”Stephen Few
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Big numbers need big metrics:
The Empire State building took
seven million man hours.
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What is Storytelling in a corporate
world?
Reflects your core principles and personality
Gives stakeholders real reasons to care about what you’re doing
Does not begin “Once upon a time”
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Beginning, Middle and End
Vision – Why are you talking about CSR?
Mission – What are you going to do?
Progress – How is it going?
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“If you want to create messages
that resonate with your
audience, you need to know
what they care about.”Forrester
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Make metrics that live:
The average American produces
enough CO2 to fill 5 hot air
balloons every year
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Getting the Language Right
Successes, failures, heroes and villains all play their part
Authentic storytelling has texture, has narrative and is compelling
Avoid jargon, relentless smoothing and overt marketing
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How data helps tell your story
Look beyond progress against overall corporate targets
As CSR expands, then talk about how your data evolves
Don’t bombard your audience with data
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“Stories constitute the single
most powerful weapon in a
leader’s arsenal.”Howard Gardner
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Be clear about your impact:
The amount of bottled water
bought in the US last year would fill
the Amazon river 30 times.
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Three big ideas
Define your narrative – your Vision, your Mission, your Progress
Understand your data – make sure it contributes to your story
Deliver your conversation – connect with your stakeholders
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Questions?